3.00 Credits
The purpose of this course is to provide the students with concepts and applications of strategic management of innovation in hospitality. Due to the uniqueness of services, it is vital to secure sustainable competitive advantages in the market based on innovation in service design and delivery. This course examines various innovation spaces (i.e., product, process), and recognizes several views of innovativeness (e.g., firm-centric, customer-centric and entrepreneurial). Topics include service-dominant logic, value co-creation, innovation/innovativeness, innovation space, technology and environment, customer-driven business models and competitive advantages resulting from innovation and entrepreneurial innovation. ***COURSE LEARNING OUTCOMES (CLOs) *** At the successful conclusion of this course, students will be able to: 1. Analyze political, economic, sociocultural, and technological trends relative to planning decisions facing the hospitality industry. 2. Evaluate relevant information to conduct strategic and competitive analysis for tourism and hospitality organizations. 3. Integrate knowledge and skills from this course into your internship experience. 4. Share ideas with multiple stakeholders and gain alignment from them. 5. Develop persuasive argument on issues related to tourism and hospitality.